CanTeen Goes For Brand Refresh To Clear-Up Misconceptions

CanTeen Goes For Brand Refresh To Clear-Up Misconceptions
SHARE
THIS


What best describes you?

Youth cancer support organisation CanTeen has refreshed its look and logo to show people it’s not just a ‘kids with cancer’ organisation.

While supporting young people aged between 12-24 who have been affected by cancer, whether they be themselves, their siblings or their parents, Peter Orchard, CanTeen CEO told B&T it’s been really hard to shake the misconception it’s just an organisation for ‘kids with cancer’.

“There’s still a huge gap, and even though we’ve been going out with National Bandanna Day and the last three years I’ve certainly been saying it in every press interview I’ve done and we’ve gone out many, many times with brochures and so on, there’s still this misconception,” he said.

“If you ask someone, ‘do you know CanTeen?’ they either know bandannas or ‘kids with cancer’.

“It’s been really hard to break that incorrect understanding.”

The organisation launched a survey of 2200 people to see how the brand was perceived and the results showed two thirds of those surveyed didn’t know CanTeen worked with both offspring and siblings as well as patients, said Orchard.

To turn this perception around, the thirty year-old brand has launched a new brand campaign and switched up its logo for a new, more clean cut one.

Old logo.

Old logo.

The new logo.

The new logo.

The new logo, created in partnership with marketing agency Behaviour Change Partners, will be rolled out across all collateral, including the organisation’s iconic bandannas for this year’s National Bandanna Day. The new tagline is ‘Cancer’s different in a young person’s world’.

One aspect of the refresh Orchard said they’re focusing on is to show the older demographic – those aged between 18 and 24 – that CanTeen is available for them and not just the younger teenagers.

Changing up the logo was a key point in this goal, as the old logo was seen to be a little childish and of the times when it was created a few decades ago.

“The brand we’ve gone for is a brand we think works better with that older demographic in terms of looking a bit more funky, a bit more polished, a bit more sophisticated than the original CanTeen brand,” said Orchard.

The brand is also launching a cinema ad to target all demographics.

“The idea of a cinema ad is it really strongly reinforces this idea that we are here for offspring, siblings, bereaved, patients and former patients,” explained Orchard.

“Because it’s in a cinema we can run it for 60 seconds, it allows us to really make it clear who we’re talking about.”

And laying over a track from 90s hip hop band Hilltop Hoods is another way the brand is trying to engage the older market.

Another point Orchard said they’re reinforcing, is that offspring who have, or had, a parent with cancer, or who lost a parent to cancer, know the service is available.

Of the new brand campaign, Behaviour Change Partners’ principal, Paul Fishlock, said: “The more time we spent with CanTeen the more we understood CanTeen’s unique combination of experienced professionalism and youthful energy. Members are a big part of all major decisions and a majority of the Board are under 25.

“Our challenge was to capture CanTeen’s spirit in a brand idea that worked across the organisation and would address the popular misconception that CanTeen is just for young people with cancer.

“With the help of director Tim Gibbs, production company Heckler and the Hilltop Hoods, the ‘Cancer’s different in a young person’s world’ campaign finally takes this incredible organisation to the outside world.”

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]